Thursday, May 20, 2010

Glow Features 11 Singers in 11 TVCs in 1 Massive Ad Campaign

Atif Aslam Glow Glow Features 11 Singers in 11 TVCs in 1 Massive Ad Campaign

Since recently, there has been a new boom in advertisement industry of Pakistan to include musicians in the TVCs to target youth.
This step, especially by the telecom industry, hasn’t only exponentially grabbed the youth but has also paid off the hard-work of these Pakistani rock icons in the times where the album sales have slashed.
After recent inclusion of Farhad Humayun, Noori, Call and Ali Azmat in PTCL EVO, Walls, McDonald’s and Ufone’s ad campaigns respectively, Warid glow has taken a step ahead to execute a massive ten-day ad campaign – that isn’t only one of it’s kind but also one of the best executed ad campaigns of Pakistan.
For Glow 2.0, an extension of the Glow portfolio, Warid adopted an innovative marketing approach for the first time in Pakistan. Unlike the conventional cycle of big campaigns, Warid started off with 10 short films, which built up the hype for the final film.
Creating a sequence of 11 films, each of them featuring one musician, played on consecutive days was an extremely bold and unique step in the advertising scene of Pakistan. Never before has a new film is rolled out every day for a single campaign.
The campaign was divided into two phases, which were very articulately interconnected. The 1st phase, featuring the country’s top musicians, served as a build-up for the grand reveal of the locally and internationally acclaimed, iconic pop singer, Atif Aslam.
Each value-added service was represented by a different artist, which helped to explain the particulars of each and every feature offered by Glow 2.0.
Warid signed some extremely talented musicians of our music industry like Ahsan Papu (MHB), Farhad Humayun (Overload), Jaffer Zaidi (Kaavish), Saba Shabbir (Backing Vocals at Coke Studio), Aamir Zaki, Khalid Khan (Aaroh), Faisal Baig, Sikandar Mufti (Co-VEN &, Mauj), Zoe Viccaji & Asad Ahmed (Karavan) for their advertisements.
10 Musicians Signed by Warid Glow
From L to R: Ahsan Papu, Farhad, Jaffer, Saba, Aamir, Khalid, Faisal Baig, Sikandar, Zoe & Asad.
Everything about this campaign felt just perfect. By featuring these music maestros playing best of their solos along with state-of-the-art video direction and high budgets, Warid has actually stolen hearts of music enthusiasts from around the country.
Khalid Ali (producer), Asad-ul-Haq (director), Faisal Rafi (music director), and Asim Raza (lyricist) made sure that the final product represented the brand in such a way that made everyone involved really proud.
There is something for everyone of us out there from Aamir Zaki’s blues to Farhad’s Drums.
This campaign aimed to retain Glow’s existing customers and acquire new users with its contemporary, hip and exciting mood. The composition of the Glow song and its visual implementation gives a feeling of fun and unity, appropriately representing the line:
“Keep Glowin’… glow 2.0 (5 Off-net & 5 On-net numbers @ 61 paisa/ 30 sec)”
Watch all these 10 musicians promoting Warid – Glow packages in the following Advertisements.
Farhad Humayun - Warid Glow
Farhad Humayun is the creator of the Pakistan's first rhythm act Overload. In Glow the Music TVC, Farhad vigorously plays the drums in the midst of old rusted cars.
Jaffer Zaidi - Warid Glow
Jaffer is a composer, pianist and the front-man for the band Kaavish. In Glow SMS bundles TVC, Jaffer is seated in the middle of a large warehouse and plays a grand piano.
Sikandar Mufti - Warid Glow
Sikandar has been an integral part of Lahore’s burgeoning underground scene since the 90’s. Supporting the spirit of Sports, Sikandar plays percussions near a bonfire, with an old Volkswagen in the background.
Zoe Viccaji - Warid Glow
Critics call Zoey Viccaji the Dido of Pakistan. Holding an umbrella, Zoey softly hums as she walks around a merry-go-round, to introduce the nights & weekends packages.
Khalid Khan - Warid Glow
A talented and experienced bass player, Khalid has worked with almost every major act in Pakistan. In Glow fuel TVC, Khalid plays the bass guitar in an empty parking lot, as the Mustang engine revs vigorously in the background.
Ahsan Papu - Warid Glow
Papu has been a leading flute player for the Pakistan film and TV industry. For Glow global production, Papu plays the flute with bright, multicolored, neon lights in the background.
Faisal Baig - Warid Glow
Fasial Baig’s major influence comes from trance and progressive house music from Europe. Representing high speed Glow mobile internet, Faisal works his turntable with large disco screen in the background.
Asad Ahmed - Warid Glow
Asad is one of Pakistan’s most celebrated and popular guitarists, with over two decades of experience. Illustrating the thrill of Glow mobile games in this TVC, Asad plays his electric guitar as a sports car does a burnout in the background.
Saba Shabbir - Warid Glow
Saba got her big national debut in 2008 as a backing vocalist for Coke Studios first season. Portraying the serenity of Glow social networking, Saba, sits at a table and hums in a café lit up by a large number of candles.
Aamir Zaki - Warid Glow
Aamir Zaki, known as the Guitar Guru, is one of Pakistan's most prolific guitar players. Depicting Glow Mobile fun in the TVC, Amir sits on a chair on an empty railway track and plays his acoustic guitar.
The Final Song, with Atif and his Glow Gang
Clad in completely white attire, Atif stands on a stunning yacht moored at a dock. He calls to his 10 Glow Gang friends through his mobile phone, and breaks into song.
The 10 artists, who have placed their mobile phones near their instruments, start playing their instruments. Atif picks up a guitar himself as the music from the 10 artists flows through the mobile phones.
The video focuses on Atif singing the Glow song with interspersed shots of the 10 artists playing their instruments. At the end of the song, Atif turns to the camera and delivers the line, “Keep glowin’…”; a necessary  motivation for our nation and especially our youth during these hard times.
It is a manifold line that conveys a message of hope and inspiration to never give up and keep the spirits high. It says: whatever the situation, always keep glowin’…l

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